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When Wendy Thomson Melling started her cat sitting business back in 2017, it was to earn a bit of extra cash caring for creatures she loved. She didn't expect that in just a few years she'd be able to ditch her old career as an accountant and set up a franchise business caring for cats across the country. My Three Cats first started in Warrington, Cheshire, and now Wendy has 350 clients across Warrington, 18 sitters on the team, and FIVE franchisees already operating in Blackpool, Bury, Preston, Sidcup and Orpington and Lowton, Atherton and Leigh. We recorded this interview in March and in just two months, Wendy had two new franchisees come and join her. Wendy and I have known each other since the 1980s when we went to St Wildrid's Primary School in Grappenhall, and when she started My Three Cats we worked together on a press release. That was back in 2021 and it was the fastest story published - we had the call and her story was online the same day. We've worked together more closely for a few years now in Pets Get Visible, and watching everything she has done growing My Three Cats, then starting her Cats Deserve More and now franchising has been amazing. In this episode Wendy talks about what it was like leaving a secure job in accountancy to standing on stage at The Cat Show Live and all she's learned. Topics and timings in this episode: 0.20 - Episode intro and what to expect. 1.53 - Sponsor message - Pets Get Visible. 2.59 - Wendy intro. 6.13 - Starting cat sitting after her divorce in 2017 to get some extra cash to take the kids on holiday. 8.23 - How cat care has changed over the last 10 years. 10.31 - The Cats Deserve More campaign Wendy started. 15.17 - What the really fast growth has been like for Wendy. 18.35 - Wendy's experience of the franchise process. 20.35 - Behind the scenes of a franchise business. 23.15 - Taking a leap of faith with a huge stand at The Cat Show Live and talking on stage. 24.15 - Her first franchisee joining after her talk. 27.06 - What it's like working with her daughter. 29.49 - How coworking has helped Wendy focus and have a routine. 31.53 - What's worked in terms of visibility for Wendy and the importance of showing your face as a pet care brand. 33.18 - Having the confidence to pitch to the press. 34.58 - Getting comfortable on social media. 37.08 - Having a steady plan and putting the brakes on to avoid burnout. 40.16 - Going back to The Cat Show Live in September 2026. 43.12 - How to find out more about Wendy. Links mentioned in this episode If you’re a pet business owner looking for support, community, and confidence to put yourself out there, come and join us in Pets Get Visible at www.rachelspencer.co.uk/pets-get-visible Find out more about The Cat Show Live on September 12th 2026 here: https://thecatshowlive.co.uk/ Want to connect with Wendy and My Three Cats Website: www.mythreecats.co.uk LinkedIn: https://www.linkedin.com/in/wendy-thomson-melling-143910211/ Further listening/reading: Katie Gwilt from the Kat Lady on running a cat business you love! Victor Carpio on Dragons Den and creating a toothbrush for cats Bleu Stessia’s mission to boost cat health with My Cat Grass Claire Harris from Pets2Places on franchising and pet travel safety How to write a press release for your pet business Should you buy my pet business planner

Are you planning to launch a new product or service and want to get an idea of what to expect? This episode is a behind the scenes account of launching my Pet Business Content Planner for 2026. This is a product I created in 2025, so this year was the second year and I wanted to put this episode out to give an insight into the work involved. I'm sharing a 'warts and all' insight into my planner launch as I think hearing how it's actually gone - the wobbles, the grit, the moments of doubt - is more helpful than a polished success story. If you'd like to listen in to me talk very openly about the experience, this episode is for you. Topics and timings in this episode: 0.00 – Episode introduction and what this behind-the-scenes is about. 1.40 – Why I created a planner and how planning supports my clients. 3.15 – The first planner, why I wanted it to be different and the scrappy 2025 launch. 5.40 – Developing the 2026 planner. 8.20 – The different elements of the planner this year, including the 12 'Words for when' exercises. 9.45 – Sourcing awareness days and collaborating with my designer Kate Hendry on the structure. 11.25 – PR and media coverage I secured for this year’s planner launch. 13.15 – Talks, workshops and collaborations I did with pet industry communities. 15.05 – My charity campaign for StreetVet. 17.00 – Email campaigns, sales, pricing changes and deciding to let people “choose what you pay.” 18.50 – Coping with slower sales, social media overwhelm and the role of AI. 19.10 – Remembering my dad and keeping going when things are tough. 20.40 – My Costa Coffee wobble with Maria and remembering my belief in the planner. 22.30 – Creating the Planner Club: co‑working, quarterly planning and accountability. 23.55 – Feedback from Elizabeth and how the Planner Club helps pet business owners. 24.06 – Thank yous to everyone who helped shape and support the planner. To order a planner head here: https://rachelspencer.co.uk/shop/ Further reading/listeningShould you buy my Pet Business Content Planner How to use the Pet Business Content Planner How to create a Pet Business Social Media Calendar How to create a repeatable content plan The rollercoaster of running a business The confidence experiment and how to be more brave Building habits in your pet business you can stick to Creating a plan that matches your strengths, skills, goals and values

Would you like to improve your understanding of neurodivergence? It might be in relation to your own experience, or around how you support your clients. Katrina Bayliss is The Neurodivergent Dog Coach and she supports pet professionals and dog people in improving the way they communicate with their dogs and one another. Katrina has the most fascinating background, from working in nightclubs to counselling and psychology. But it was her dog Milo and experience of anxiety that let her into the industry after discovering agility, and becoming very good at it. She wanted to learn more about her dog, and this fascination led her to become a trainer. Then, back in 2022, Katrina had an ADHD and later autism diagnosis herself. It helped her put together many missing pieces of what she describes as the jigsaw of how she saw the world, her work and also how she supported people as a pet professional. Katrina talks about her experience and why traditional dog training and business advice often don’t work for neurodivergent people. According to a report by Skillscast, 15% of people in the UK are neurodivergent and ADHD is estimated to affect 3-4% of UK adults - around 2.6 million people. Katrina explains how our emotional state and unmet needs impact our dogs’ behaviour, and why making services neuro-inclusive is essential if we want to help both ends of the lead. We also discuss social media overwhelm, whether or not you might want to get involved in things like heated Crufts debates, people-pleasing, and the pressure to be polished and perfect online. Plus how Katrina is building community through her Neuro Inclusive Dog Hub, Dog Agility Unmasked, her podcast, and new low-cost membership for neurodivergent dog pros. Topics and timings in this episode: 0.20 - Episode introduction 1.45 - Sponsor message - Pet business content planner. 2.57 - How Katrina found herself in the pet industry. 5.44 - What Katrina did before starting her dog training business. 10.39 - What it’s like to understand both ends of the lead as a psychotherapist and a dog trainer. 14.04 - Making the connection between the clients who share the same approach as you. 16.02 - How Katrina’s diagnosis changed her work. 20.30 - What it was like communicating her new approach online. 44.03 - The kind of response she had from the dog training community. 28.33 - When the ‘aha’ moments happen with her clients. 34.38 - How the world has changed and people are looking for a more holistic approach. 39.14 - Taking care of your needs as a pet professional to build a more sustainable business. 41.40 - Deciding where you spend your time in person and online to take care of your wellbeing. 47.45 - Putting boundaries in place to protect you, your time and your energy. 52.59 - Why overworking sometimes leads to health problems as our bodies try to tell us to stop. 55.29 - Being mindful of making decisions from a need for acceptance and doing what you’re told you ’should’ do. 58.04 - Why Katrina made a community for neurodivergent pet owners and professionals. 1.00.01 - Katrina’s podcast and how that’s been received. 1.03.45 - The downsides of social media. 1.06.10 - The trust recession we’re in during the age of AI. 1.07.14 - Katrina’s new membership community for people looking for more support. 1.16.23 - Letting go of the need to be perfect. 1.17.00 - How to connect with Katrina. Links mentioned in this episode:Buy the Pet Business Content Planner here: https://rachelspencer.co.uk/shop/ Learn more about Katrina on her website: https://dogsanddivergentminds.com/about/ And listen to her podcast here: https://open.spotify.com/show/7rpgGoun9BGrtcZgoAS595 Further listening and reading: Sasha Louise Smith on harnessing your strengths to build a business you love Should you buy my pet business content planner? Navigating comparisonitis as a pet pro with Kate Hoyle Finding the right pet business community Making a million on TikTok shop with Gemma from The Herbal Dog Co Clayton Payne on lessons from 30 years in the pet industry The confidence experiment and how to feel more brave How to use the pet business content planner How to have a pet business reset

Did you come into the New Year feeling all fired up and filled with energy about your pet business and what was going to happen in 2026? Then, as we were flung into wars, political upheaval, economic uncertainty, did it feel like you skidded to a bit of a halt? If you’re nodding along, that’s ok, it’s totally normal to feel like this. There’s a lot going on in the world right now. And when you’re running your own business, all of that takes it out of you in a way a regular paycheck never would. Consumer confidence is down and people feel less confident spending money on things that aren’t absolutely necessary. So it can be tempting and totally natural to feel despondent and think: “What’s the point? Nobody wants to hear from me. Everything is rubbish.” This blog and podcast episode is about picking yourself up and getting back on the bike, and doing the things you need to do to keep moving forward. You can listen in on the player link below or read the key points as a blog post. I also cover how my Pet Business Planner can help you. At the time of publication – 31st March 2026 – I did have some copies remaining. You can order one here (or pre-order for 2027 if you’re listening or reading in the future. (https://rachelspencer.co.uk/product/pet-business-content-planner/) Topics and timings in this episode: 0.20 - What to expect from this episode. 0.46 - How you can have a reset at any time of the year. 1.30 - The upheaval that’s going on in the world at the moment. 2.20 - Consumer confidence dropping during times of uncertainty. 3.24 - Reflecting on the first quarter of the year. 3.54 - How to figure out if you’ve been talking about your work enough. 5.24 - Case study - Kim from Leo, Charley and Me 6.19 - Working out who your dream customer is. 6.40 - Why you can have a reset whenever you like. 8.31 - What I’m doing to boost bookings in my cottage business. 9.18 - Why saying no is important too. 9.55 - Practical steps on how to do a reset 10.25 - Reflecting on what’s working and doing more of it. 11.30 - Working out what you want to do less of. 12.36 - Deciding on the activities that are the most valuable when it comes to how you spend your time. 14.17 - The magnifying glass of misery. 14.45 - Deciding on the important things you need to talk about and using the awareness days. 16.03 - The reason I created a planner to support you with all of the above. 17.03 - Taking what I learned as a journalist to help you come up with ideas. 18.21 - How the Words for When exercises work. 20.40 - Using the days to pitch to the press. 22.04 - Why PR is important in the world we’re in now with AI. 23.45 - How to get a copy of the planner. Links mentioned in this episode: Get a copy of the pet business planner: https://rachelspencer.co.uk/shop/ Download my free social media calendar: https://rachelspencer.co.uk/calendar Read the Nielsen report on Consumer Confidence: https://nielseniq.com/global/en/news-center/2026/consumer-confidence-down-three-points-in-february/ Listen to the Kate Toon podcast on AI and digital marketing: https://therecipeforseosuccess.com/final-guest-how-marketing-and-seo-have-evolved-in-11-years-with-rand-fishkin/ Further reading/listening: How Kim from Leo Charley and Me boosted her visibility The confidence experiment and how to feel more brave as a pet professional Why I am an accredited pet business coach How to navigate stop start periods in your business How to use the Pet Business Content Planner Should you buy my Pet Business Content Planner

When Kerry Whitney split up with her boyfriend, lost her dad and had to move back home to her mum's, it led to her starting her dream business. It was back in 2015, and she'd just started an Instagram account for her Pug Frank, and started making him fun bow ties as a way of coping with her grief and the upheaval she'd experienced. Things grew, she started sending out her products to other dog owners, and decided to make it into a business. Then she added in some sweary bow ties to stand out, and it took off. From viral posts with the C-bomb, being featured in the Daily Sport dressed as a giant penis, getting her products in Pets At Home, experiencing burnout and taking a year for herself and coping with trolls, Kerry has seen it, done it and got the Dogs Not Sprogs t-shirt. We talk about so much here - there's a bit of oversharing from me, and Kerry announces her dream new range, sweary harnesses which will be on sale from March 2026. Kerry is a friend who I value so much, she's supported me through a lot, and I'm so pleased to share this podcast. I hope you love what she has to say. Topics and timings: 0.20 - Episode overview. 1.50 - Episode sponsor - pet business planner. 3.16 - Kerry introduction. 4.35 - What Kerry did before Franky’s Bowtique. 5.31 - Getting her first Pug Frank and going on Instagram. 7.00 - Losing her dad and beginning making bowties as a way of managing her grief. 9.17 - Growing on Instagram, gifting her products and building her business. 10.14 - Moving back home after her relationship broke down and back to her mums. 13.35 - Putting out her first sweary bowties and going from the F bomb to the C bomb. 17.45 - Growing her community and brand reps and having raving fans! 19.48 - The most bonkers stuff Kerry has done to get her business and products out there. 23.11 - Appearing in the Daily Sport dressed as a giant penis. 24.17 - Pitching to UK retailers and getting her products in Pets At Home. 28.23 - What it’s like to go viral. 31.10 - What it’s like to get nasty comments and how Kerry turns them into ‘content gold.’ 33.08 - What it’s like behind the scenes when orders go crazy from viral posts. 35.16 - What happened when Gemma Atkinson bought a bandana for her dog. 36.45 - How Kerry totally ignores all social media advice and is herself. 38.05 - Kerry’s advice to anyone who is holding back on social media and why the shouldn’t tone themselves down. 38.53 - No-one is safe from the savagery of social media. 40.47 - Not being afraid to fail publicly. 42.03 - Kerry’s experience of burnout and taking a year out. 46.16 - Thoughts on resilience and having a strong business that could continue when Kerry felt low. 47.17 - Copycats and how they fire you up to be stronger. 52.29 - Keeping going and standing out. 54.02 - Kerry’s health transformation and how that’s impacted on her business. 58.13 - Getting a part time job and how that’s helped her with her business and feeling more positive. 1.01.02 - My own emotionally fragile time and what I needed to do to pick myself up. 1.05.14 - How Kerry stops herself comparing to others and self care, Mel Robbins and sunlight first thing! 1.06.54 - Kerry’s new dog harness range. 1.08.15 - How the money for the harness range came from an insurance policy from her late father. 1.14.23 - What her dad would think and how good things can come from challenging times and loss. 1.17.12 - How to find out more about Kerry. Links mentioned in this episode: Pet business content planner: https://rachelspencer.co.uk/product/pet-business-content-planner/ Visit Kerry's website: https://frankysbowtique.com/ Follow Frank and Brenda on Instagram: https://www.instagram.com/frankandbrendaruletheworld/ Follow Franky's Bowtique on Instagram: https://www.instagram.com/frankysbowtique_ltd/ Follow Franky's Bowtique on TikTok: https://www.tiktok.com/@frankysbowtique Franky's Bowtique on Facebook: https://www.facebook.com/Frankypantspetboutique Further listening/reading Should you buy my pet business content planner? How to use the pet business content planner Dealing with copycats with Debbie Humphreys from Redhound for Dogs Putting your personality into your marketing with Alex McCann from AltrinchamHQ Stuff the social media rules and do things your way with Colette Adwin Creating a business that works for you with Jane Ardern How to create a pet business social media calendar

Confidence is an area that comes up as a challenge with the pet business owners I work with over and over again. When you're running a business on your own, you're already doing really brave things and taken the big risks. Yet, so often, things will make us question ourselves. I ran a workshop and a 'confidence experiment' in my membership to look at this, in particular asking people to ask themselves, 'Why do I feel confident doing some things but not others?' And more importantly, 'What can I do about it?' What came out of both was so interesting, and there was so much helpful and supportive advice shared, so I wanted to put together a podcast and blog. Key topics and timings: 0.20: Episode overview. 0.50: What is confidence and why I chose it as the theme for March in Pets Get Visible. 2.01: Why I felt wobbly about covering this topic. 3.29: What confidence means to different people. 4.14: Why you don’t have to feel confident to do the brave thing. 4.37: The areas where pet pros would love to feel more confident. 5.06: Where people feel at ease with pet pro examples. 7.53: Taking notice of where you feel confident and what’s different. 9.24: The reasons that lie underneath us lacking in confidence. 10.51: How HALT works and how being hungry, angry, lonely, tired and hormonal impacts on confidence. 11.43: Acceptance and commitment theory and how this applies to confidence. 13.29: Heather’s story and how she became more confident on video. 18.33: What would be in your recipe for confidence? 19.11: Examples of what people have in their recipe for confidence. 23.39: Brave examples from the community. 26.01: Acceptance and commitment theory. 27.34: My Pets Get Visible membership and Pet Business Content Planner and work with me options. Episode sponsor: Pets Get Visible membership We're doing more experiments like this - breaking down the things that get in the way of visibility and making them manageable for you. You'll get access to the workshops, the resources, the community, and most importantly, the reassurance that you're not the only one feeling this way. Be around other pet business owners who get it, who are doing brave things, who are cheering each other on. Head here to find out more about the membership: www.rachelspencer.co.uk/pets-get-visible Further reading and listening:Is my Pets Get Visible membership right for you? Should you buy my Pet Business Content Planner? How to feel more confident as a writer with Rikki Sullivan Why I am an accredited pet business coach The rollercoaster of running your own business The importance of looking back to see how far you've come What kind of pet business coach is right for you? Choosing the right pet business membership

Helen Wainwright is co-founder of the Dog Trainer School, a supportive online community for professional dog trainers that she runs alongside her partner Lee. Before working with dogs, Helen spent nearly a decade as a product tester and journalist at Good Housekeeping magazine, and later worked in community development. Going from glossy mags to working as a dog trainer meant taking a huge chance, but you'll hear in this chat how it turned out to be exactly the right preparation for what she does now. We talk about how the Dog Trainer School came to be, the brilliant new Dog Trainer School Approved scheme, and what Helen has learned about running a business on your own terms without burning out in the process. We also get into the stuff that doesn't always get talked about - the pressure to prove yourself, the hustle culture that follows dog trainers around on social media, what enough actually looks like. Key topics and timings in this episode: 0.20: Episode overview. 0.50: Sponsor message – 2026 pet business content planner. 2.20: Helen introduces herself and the Dog Trainer School. 3.09: Why the Dog Trainer School exists — the gap that nobody was filling after qualification. 4.04: Putting together support for trainers from class plans to Canva and SOP documents. 6.51: How Helen and Lee bring in their real-life experience and reassurance into the Dog Trainer School as they're still out there training dogs. 8.44: Imposter syndrome in the dog training industry and why it's so common. 10.14: Helen's background as a product tester and journalist at Good Housekeeping magazine and the Good Housekeeping Institute. 11.32: Being burnt out and going from community development to co-founding the Dog Trainer School, and the boss who believed in her. 12.36: What Helen learned in the Good Housekeeping Institute and behind the scenes on life there testing everythings from wellies to washing machines. 15.46: The Dog Trainer School Approved scheme — how it works, what brands get, and why it matters. 16.50: Testing out the ideas at PATS in 2025 and getting her first brands on board. 17.24: How the testing works and why 30 dog trainers testing a product gives brands something genuinely valuable. 19.30: The value in the validation and what's involved if you do work with TDTS. 22.42: The full circle goal: getting the logo on packaging so dog owners can find ethical trainers. 27.15: Standing out in a busy market and why Helen's biggest advice is to stop watching what everyone else is doing. 30.19: The enoughness conversation — what success actually looks like when you work for yourself. 32.10: Why you don't need to have a high ticket offer and to do what works for you. 35.04: The pressure dog trainers face from family and friends who don't take it seriously as a career. 38.18: The move towards taking pressure off yourself and asking 'am I happy.' 41.28: Finding a way of creating content that is fun and relatable. 42.58: Working with your partner and finding the balance. 44.51: Why Helen goes to the gym every day and won't book meetings over it. 48.37: The coaching relationship Helen walked away from in December, and trusting your gut. 50.47: Helen's recent example of staying true to what the Dog Trainer School is actually for. 53.48: Being mindful of the advice you're consuming as a business owner. 57.16: The importance of ensuring her clients feel like they're not a number. 58.18: What's next: helping dog trainers feel more confident in the practical side of their work. 59.28: Acceptance and commitment — doing the scary thing anyway. 1.01.09: How to find Helen and the Dog Trainer School. Links mentioned in this episode: Website: www.thedogtrainerschool.co.uk Instagram: https://www.instagram.com/thedogtrainerschool/ Facebook: https://www.facebook.com/thedogtrainerschool Dog Trainer School Approved scheme: https://thedogtrainerschool.co.uk/tdts-recommended Related posts Creating content for your clients, not other pet pros Jane Ardern on running a dog training business where you put yourself first Sasha Louise Smith on using your strengths to build a business you love The rollercoaster of running your own pet business How to find your voice in your pet business with Rikki Sullivan How to use the pet business content planner Why the right pet business community matters How to create a social media calendar for your pet business Should you buy my pet business content planner?

Each year, Theo Paphitis hosts the Small Business Sunday winner’s event to celebrate small businesses and give them a boost. It’s a brilliantly inspiring day where Theo and a line-up of speakers share lessons, practical advice, and lots and lots of encouragement. You come away feeling enthused and supported, because you’re reminded why you started, and you’re in a room full of people who get it. This year marked 15 years of Small Business Sunday (SBS) and the theme of the day was ‘Resilience Rocks.’ In this blog post and podcast episode, I’m sharing my 15 lessons from the day from Theo, Katie Piper who did the fireside chat, from the small business panel, and from Kypros Kyprianou, CEO of the Theo Paphitis Retail Group, and the host of the SBS conference. Katie Piper is a British author, presenter and charity founder of The Katie Piper Foundation who survived a horrific acid attack in 2008 that completely changed her life. After extensive surgery, she spoke publicly about what had happened to her, sharing her story in a Channel 4 documentary and later in bestselling books. She went on to set up the Katie Piper Foundation, which supports burns survivors with specialist rehabilitation and emotional support, in St Helen’s, Merseyside. Katie was the perfect person to talk about resilience, as someone who has turned something devastating into something that now helps thousands of other people rebuild their lives. Topics and timings: 0.20 - Episode outline. 1.55 - Sponsor message - 2026 planner. 3.02 - What is the SBS conference? 4.12 - The benefits of being in the SBS community. 5.16 - 15 years of SBS and the theme, resilience and what that means. 7.29 - About my in person event the day before. 11.05 - Lesson 1 - business is lonely. 11.56 - Lesson 2 - things will go wrong 12.31 - Lesson 3 - learn from your mistakes 12.52 - Lesson 4 - don't do a half tackle 13.43 - Lesson 5 - keep talking about your business 14.56 - Lesson 6 - protect your energy 16.14 - Lesson 7 - your business is part of who you are 17.31 - Lesson 8 - believe in yourself 18.55 - Lesson 9 - keep your pity party short 20.11 - Lesson 10 - move from why me to what now? 24.03 - Lesson 11 - use pain, don't let it use you 24.48 - Lesson 12 - no isn't a reflection on you 28.07 - Lesson 13 - your why will carry you 29.08 - Lesson 14 - build something bigger than you 30.35 - Lesson 15 - confidence is 'I'll be fine if they don't like me.' 32.35 - SBS stats 33.45 - what to do if you want to be a SBS winner. Links mentioned: Jenna Wilson (Little Dreams) Little Dreams Consulting is the first UK franchise of baby and child sleep consultants, with eight territories. Hanan Tantush (Intotum) Intotum garments now ship to 25 countries, Hanan has won over 15 awards, and grown her community to over 40,000 people. Sophia Lorimer (Fine Tuned Wardrobe) Fine Tuned Wardrobe is a sustainable styling service, and has been running for six years, helping women build confidence and enter rooms of change. Further reading: How winning Theo Paphitis Small Business Sunday can help your pet business Theo Paphitis launches SBS Invest Should you buy my pet business content planner Takeaway from SBS 2025 Seven lessons from SBS 2024 10 reasons to be an award-winning pet business The rollercoaster of running a small business How to choose the right pet business membership Why community matters for you and your pet business

Rikki Sullivan is The Canine Copywriter - a specialist dog copywriter and marketing strategist who helps pet professionals put themselves out there without wrecking their nervous system. In this episode, we talk about confidence, visibility, and how to become a more confident writer because to grow your business, people need to be able to find you. Rikki went from working in the corporate world to setting up as a dog walker, then did a dog first aid course that completely changed the direction of her life. Rikki started by blogging to articulate how she worked and what she did for the dogs in her care and this led to an obsession with SEO and building a business helping others find their voice. We talk about falling for magic formulas, the pressure to promise results you can’t categorically guarantee, and why marketing doesn’t have to be manipulative or pushy to work. Rikki explains why she chooses to market gently to protect her nervous system, and how sensitive, empathetic pet professionals can build confidence without making themselves do things that don’t feel right. She also shares client stories - including one who grew to 5,500 website visits a month through SEO blogging - and why there isn’t just one way to grow your business. Plus, her Rambling Method, which is all about giving yourself space to think, write, and explore your ideas before trying to be concise. And using AI as a thinking partner without losing your you-ness, and why in a world full of generated content, sharing your life and your experiences matters more than ever. Key topics and timings: 0.20 - Episode overview. 1.24 - Sponsor message - 2026 pet business content planner. 2.34 - How Rikki went from corporate to dog walker to specialist dog copywriter. 3.49 - The dog first aid course that totally changed her life when Rikki learned about dog body language. 4.46 - Why Rikki started blogging, fell down a rabbit hole and how it helped her own business. 6.56 - Why we need to step away from listening to the mistakes we’re being told we’re making and be ourselves. 9.07 - Why none of us are immune to falling for ‘easy ways,’ and magic formulas. 10.37 - How Rachel ended up spending a fortune on a course during a wobbly time in her business. 13.46 - Matching your values with your marketing activity. 14.59 - Why Rikki would rather market more gently for the sake of her nervous system. 17.26 - The challenge around being visible when you’re sensitive. 18.23 - My random viral video. 21.12 - Why trying to go viral won’t work because it’s often down to creating less perfect and practicing your skills. 24.17 - Finding your own way to market and be out there and reach people. 25.07 - Client example - Becki from East Coast Dog Training and how she used SEO blogging to have 5,500 visits to her website each month. 27.02 - Client example - Rikki’s client who runs live events and uses ads to grow her audience and business. 28.52 - Attraction-based marketing and ignoring the demands of the algorithms. 30.52 - Why I used to try to persuade people that my approach was right. 31.56 - Why we are so convinced we need to make life hard for ourselves. 34.12 - Finding people who will appreciate the way you help them to the outcome they’re looking for. 35.48 - Rikki's thoughts on making promises you don't categorically know you can keep. 38.35 - Trusting your gut. 39.23 - The easiest business to run is the one that solves a problem or desire from something you’ve experienced. 40.44 - Starting out with storytelling and taking baby steps. 41.53 - Why pushing through the uncomfortable part will help you build your confidence. 44.21 - The Rambling Method and giving yourself space to say what you want to share, and be more you in your content. 49.09 - Using AI as a thinking and writing partner. 51.42 - Getting your ‘you-ness’ into AI and then using it to help you write and get comfortable with writing. 54.01 - The importance of being you in your content to build a connection and stand out from the pattern of AI. 56.27 - The dog trainer who posts about crochet and shows the human side. 58.12 - Using Rikki’s journal as a content tool and a bank of stories and thoughts. 59.39 - Writing to help you figure things out. 1.02.02 - Free writing and building your confidence and skills as a writer. 1.06.57 - Finding your titles, headlines, and intros at the end. 1.08.27 - Ways to connect with Rikki, find out about her 20-minute marketing method, and journal. 1.09.15 - Ways to work with Rikki. 1.10.42 - What’s next for Rikki and why she’s taking the pressure off. Find out more about Rikki: Visit her website: www.thecaninecopywriter.co.uk Follow on Facebook: www.facebook.com/thecaninecopywriter Connect on Instagram: www.instagram.com/thecaninecopywriter Learn more on Linkedin: https://uk.linkedin.com/in/rikki-sullivan-88b76925 The 20 Minute Marketing Method: https://www.underdogsunleashed.co.uk/offers/aooT2sCB/checkout The Journal: https://mybook.to/ramblejournal Related posts How to find your voice in your pet business with Rikki Sullivan How to use the pet business content planner A simple content plan to cover SEO, social media and email marketing How to create a social media calendar for your pet business How to start a pet business blog How to create a repeatable content plan Should you buy my pet business content planner?

Do you need to write a press release about your pet business? You're in the right place! This episode will cover everything you need to know when it comes to creating a press release for your pet business. But what I’m really keen to stress is that there is more to landing press coverage than writing a press release. What journalists want are stories, and by the end of this episode, you’ll have a sense of how to go about finding them in your pet business, plus what you can do if you’d like some support. Key topics and timings in this episode: 0.20 - Introduction to the podcast and topic. 0.46 - Why I've re-recorded this episode from 2020. 1.38 - My background and how this will help you with your press release. 4.28 - Why journalists aren't bothered about press releases and what they really want instead. 4.57 - What to expect from this episode. 5.19 - Definition of a press release. 5.54 - Why you as a business owner are capable of writing one yourself. 6.55 - Why there's never been an easier time to connect with the press. 7.44 - Why have a press release and how being in the press gives third party validation. 9.20 - When you might need a press release. 10.53 - Examples of what makes a story from Zoe, Rachel and Sarah. 16.33 - Story idea prompts for if you're stuck for ideas. 17.40 - How to write your press release. 19.00 - Why you want your story to be click-baity. 22.59 - What else you need to include with your press release. 25.27 - What you shouldn't do with your press release. 28.01 - Options for working together if you'd like support. 28.45 - How press coverage has helped my dog friendly business go from ghost town to fully booked. 29.36 - What to expect from the membership. 31.18 - How my 1-1 calls work. Background on the host: If you’re new to the podcast and you’ve clicked on this episode because you need to write a press release, here’s a little background about me. I’m a journalist and have been since 1999, a whopping 25 years ago, writing for local, regional, and national newspapers. In 2006 I went freelance, and since then, I have continued to work for national titles, women's magazines, and websites. I found myself writing about the pet industry after adopting my friend's dog Daisy in 2009, and this led me to start my own pet blog. My blog, www.thepawpost.co.uk, appeared in the top 10 UK pet blogs, and businesses and brands would approach me about being on it, and when they found out I was a journalist, they asked for help in landing press coverage. This led to me writing a book, 'Publicity Tips for Pet Businesses,' starting a Facebook group, working one-to-one with people, starting an online course, this podcast, then a membership. Since 2019, I’ve helped over 1000 pet business owners appear in newspapers, magazines, radio, TV, including BBC Breakfast, websites, podcasts, and more. Further reading or listening if you enjoyed this episode: Is my Pets Get Visible membership right for you? How to prepare for a radio interview with Anna Webb What happens on a Get Your Pet Business in the Press 1-1 Dos and Don't when dealing with journalists In the spotlight with Sarah Jones from My Anxious Dog In the spotlight with Niki French and what happens when you go viral How to get your pet business in the press in five simple steps Do I need to use a Press Release Distribution Service? How to find the right journalist to contact with my press release

Is getting some press coverage something you’d love to achieve for your pet business? You might see other people in the industry getting brilliant media coverage and wonder ‘how do they do it?’ Well, the good news is you don’t need a huge budget and a fancy PR company to appear in the media and make sure your business is seen. In this podcast episode I’m sharing five simple steps you can follow to if you’d like to Get Your Pet Business in the Press. There’s also a PDF you can download here that takes you through each step, with space for notes and ideas and additional resources. Key topics and timings in this episode: 0.30 - Introduction to the episode and how to get the PDF download which walks you through each step. 2.00 - Why you don’t need a PR company or agency to get in the press. 3.13 - How getting in the press can help you grow your pet business. 5.22 - The difference in the number of people you can reach through media coverage versus social media. 6.26 - Case study Zoe Willingham. 7.15. - Step one - consider who you want to reach. 9.52 - Step two - think about where you would like to be featured. 13.27 - Step three - come up with a story idea. 20.10 - Step four - find the right person to pitch to - the one who is likely to be interested in what you have to say. 23.41 - Step five - write your pitch. 25.22 - Be prepared to have the journalist call as soon as you send your pitch. Links mentioned in this episode: Download the Five Steps PDF Read How to prepare for an interview in ten simple steps How to prepare for an interview in ten simple steps Is my Pets Get Visible membership right for you? How to write a press release for your pet business How to find journalists contact details What’s the difference between a pitch and a press release Three moments you can use as story ideas

Would you love to feel calm and in control of your content? Does it sometimes feel like you're constantly scrambling for ideas, or vanishing off social media when life gets busy? The good news is, you don’t need to chase trends or create from scratch every single day. You can have a plan that fits around you and your life. In this podcast episode, I'm sharing how repeatable content tasks - things you can post every week or every month - can help you stay consistent, visible, and connected to your audience without feeling overwhelmed or stuck. You'll learn what repeatable content is (and what it isn't), how it helps with confidence and consistency, and why it builds trust and leads to more sales. Plus I share some behind the scenes about the posts I use each week and month, and how you can create your own content rhythm using my free calendar and wall planner. This episode is part of the January 2026 planning series and includes a chance to win a three-night stay at Sunnyside Cottage or a year in the Pets Get Visible membership if you grab a planner before January 28th. Key topics and timings: 1.05 - How to access your free social media calendar and wall planner. 2.05 - Why self-promotion feels so hard. 3.14 - How repeatable tasks are just for you and can't be copied. 4.30 - Why being consistent helps and keeping in touch regularly and will put you way ahead of marketing gurus. 6.44 - What's in the calendar. 7.00 - Why repeatable content works, why we need to keep talking about our offers and how customers need so many more touchpoints now. 8.30 - The repeatable tasks I have in my business. 12.45 - What happens when you download the calendar and how you can use it. 14.00 - Putting together your repeatable plan. 16.03 - How repeatable content helps make your life easier. 18.30 - How to download the calendar. 20.42 - Ways to access more support in Pets Get Visible and what's involved. 23.12 - Episode summary and how to get in touch. Links mentioned in this episode: Download the social media calendar: https://rachelspencer.co.uk/calendar/ Check out the Pet Business Content Planner: https://rachelspencer.co.uk/shop/ Further listening/reading: Alex McCann on putting your personality into your content Making planning a habit in your pet business Creating habits you can stick to Should you buy my pet business content planner How to use the pet business content planner Is my Pets Get Visible membership right for you?

Would you love to become the kind of person who plans? Are you fed up of feeling like you have so much going on that you can't keep up, and like the idea of a more calm way of working? The good news is that you don't need to have a complete personality overhaul to become more organised. It's something you can build on one step at a time. In this podcast episode you'll learn why planning is helpful along with some stats to support the impact it has on your performance. Plus pet business examples on ways they plan to support their work and feel less overwhelmed. Key topics and timings: 0.20 - Episode overview. 0.30 - The feeling of overwhelm people are experiencing. 1.05 - What the Pet Business Content Planner is and how it can help with becoming a person who plans. 2.20 - Why planning is challenging and how it might take a few attempts to get started. 2.50 - The reasons people say they can’t plan. 3.30 - The importance of being seen. 3.50 - Why planning isn’t a personality trait but a habit that you can do, just like brushing your teeth. 4.30 - Setting yourself up for success with planning. 5.10 - Client example - Louise from Studio44Pilates and her tracker. 6.30 - Why it’s important to put your business out there as an ethical pet pro. 9.02 - Why habit tracking works. 9.30 - How writing down your goals helps. 10.37 - How the Generation Effect works. 12.15 - Creating the right environment to plan. 14.03 - Gamification and how that helps with planning. 15.34 - Why monthly planning works better than bigger goals. 16.03 - The fresh start effect and how the planner can support you. 17.54 - Why it’s not about being a perfect planner and how all you need to do it keep coming back. 18.34 - Starting small with 5 simple ways to be a person who plans. 21.12 - Why you don’t wake up one day as an amazing planner, but you can become a person who plans. 21.43 - How to get a copy of the Planner, join the Planner Club and win a stay at Sunnyside Cottage or a year of support. Links mentioned in this episode: James Clear - Atomic Habits Studio44Pilates Habit Tracker: https://mailchi.mp/f755bf536962/mymonthonthemat Kerry Whitney from Frankys Bowtique fitness progress page: https://www.instagram.com/kerry_9whitney Mel Robbins podcast: https://www.melrobbins.com/episode/episode-358/ Related posts: How to create habits as a pet professional The importance of looking back to see how far you’ve come Is my Pets Get Visible membership right for you? What is The Planner Club and should you join How to use the Pet Business Content Planner Should you buy my Pet Business Content Planner

Are you looking for a simple planning system that can cover your SEO, social media and email marketing? Maybe you'd love to create one piece of content that you can use for all three, and know that your business is showing up on Google and in the AI learning models. If so this podcast is for you. It covers how to create content to feed the demands of your website, social media and your newsletter so you can keep in touch with your current clients, and connect with people who need what you have to offer. Key topics and timings: 0.21 - What to expect from this episode. 0.50 - How my pet business planner can help. 2.30 - What we know about pet owner behaviour when it comes to searching online. 7.23 - The 'They ask, you answer,' principle by Marcus Sheridan. 8.20 - Examples of what kind of user experience you can create. 10.20 - How creating content for your website and Google will help the AI models learn about you. 11.48 - Start with one core piece for the week or month and host on your website. 12.35 - Creating a bank of bingeable content for your website, and that you can send to potential clients when they ask you questions. 13.15 - Remember your blog content will show up on AI searches too. 14.00 - Case study, Louise Humphrey. 15.07 - How blogs you wrote years ago will serve you, and creating content themes. 16.34 - How my Pet Business content planner can support you. Links mentioned in this episode: Buy my pet business planner: https://rachelspencer.co.uk/shop/ Rikki Sullivan at The Canine Copywriter: https://thecaninecopywriter.co.uk/ Kate Toon's SEO podcast: https://therecipeforseosuccess.com/category/podcast/ Read Louise from Studio44Pilates blog: https://studio44pilates.com/category/louises-blog/ Further listening: How to create website content to make your pet business stand out with Roz Healey How to create a pet business social media content calendar How to start a pet blog or pet business blog How to start a pet business newsletter How to create a bingeable bank of content Should you buy my pet business planner

Are you feeling ready to make a plan for 2026 but not sure where to start? Maybe you've got some big goals for the year ahead but it's the start of January and you're easing yourself in. This podcast and blog is about making a plan that fits round you actually want to work, and what’s right for your life, your energy and your goals. In the episode, I talk about the five things I believe you need to think about if you want to make a plan that works. They are your strengths, skills, energy, goals and values. I’ll take you through what each of those means, share how to figure them out for yourself, and walk you through some real-life examples to help you apply them to your own plan. Key topics and timings: 0.20 - What to expect from this episode. 2.13 - Sponsor message - Pet Business Content Planner 3.20 - Giveaway details. 3.55 - Why planning matters and so many of us get it wrong. 4.55 - How we might look at a goal for our pets example. 6.02 - How to back yourself when you set a goal. 6.45 - Marathon example. 10.50 - Katie Gwilt planning story. 11.50 - Posting on social media regularly example. 17.08 - Backing yourself to make your goal a reality. 17.42 - Looking at matching a goal with strengths, skills, energy, goals and values. 18.30 - Defining strengths. 19.57 - Defining skills. 22.06 - Defining energy. 25.50 - Defining goals. 27.04 - Defining values. 31.54 - How these would apply for me. 32.56 - How to get in touch. 33.04 - Competition details. Links mentioned: Buy a 2026 planner or join the planner club: https://rachelspencer.co.uk/shop/ Further reading/listening: Should you buy my 2026 Pet Business Content Planner How to use the Pet Business Content Planner How to create habits in your pet business you can stick to Is my Pets Get Visible membership right for you? How to choose the right pet business membership Why community matters for you and your pet business